Target Vía Pública · Media owner · Latin America
Target Vía Pública makes its LED trucks part of Nike Toma El Juego with CS Play
In Buenos Aires, Target Vía Pública's LED trucks ran on CityScreen Latam's CS Play during Nike Toma El Juego, and the agency American Ads combined Nike content with live streaming on their screens.
IllustrationThe network
LED trucks from Target Vía Pública across Buenos Aires.
The challenge
Nike Toma El Juego connected street football, urban culture, music and community activity with Nike's presence across Buenos Aires. The campaign needed outdoor media to become part of the live event.
The solution
Target Vía Pública connected its LED trucks to CityScreen Latam's CS Play. American Ads could then combine pre-produced Nike content with real-time live streaming in one broadcasting workflow. Play managed the content centrally, switched between creative formats, kept the mobile DOOH inventory in sync and updated the content in real time.
The results
The LED trucks became an active part of the urban activation. The campaign gave the audience a more immersive brand experience and more real-time interaction, and carried the activation across the city and into social media.